How Corbin Halliday Built Three Warriors: From Kitchen Experiments to E-Commerce Success Story

Before he became the founder of Three Warriors and a clean beauty entrepreneur, Corbin Halliday was a professional makeup artist living in Tasmania. With a trained eye for aesthetics and a deep understanding of skin, he thrived in the fast-paced beauty world.

But everything changed in his early 20s when a life-altering health scare led to an autoimmune disease diagnosis. What followed wasn’t just a shift in lifestyle, it was a total reset. 

Clean living became non-negotiable, and Corbin began eliminating toxins from every part of his life. 

And that’s when he hit a frustrating wall.

While clean skincare options were growing, the self-tanning space hadn’t caught up.

That gap, and that need, sparked the earliest ideas for Three Warriors. Not from a business plan, but from a deeply personal mission to create what didn’t yet exist.

In today’s blog, we’re diving into Corbin’s e-commerce success story: how he turned a kitchen experiment into a purpose-driven brand that’s now loved around the world. 

You’ll also discover how doola helps aspiring e-commerce founders take that first step confidently, even if you’re starting internationally.

Personal Need to Brand Vision: The Birth of Three Warriors

What began as a personal hunt for clean, non-toxic tanning products quickly transformed into something bigger: a purpose-driven mission to challenge the status quo of the beauty industry.

Corbin Halliday couldn’t find a tanning product that met his high standards for both performance and purity, so he rolled up his sleeves and started creating his own, right from his kitchen in Tasmania.

The early days were far from glamorous. 

Late-night mixing sessions, patch tests on friends and family, and countless supplier rejections because he couldn’t meet large-scale minimum orders.

Or worse, struggling to find ethical suppliers who wouldn’t require “massive minimum orders”.  

Still, Corbin stayed mission-focused on making Three Warriors different. He aimed to deliver clean, high-performing tanning products made from certified-organic, cruelty-free, and sustainably sourced ingredients, without compromising on quality or ethics.

What fueled him wasn’t a go-to-market playbook; it was his “why.” 

This wasn’t just about launching a product. It was about transforming an overlooked category within the clean beauty space and making a once-toxic ritual safe, luxurious, and accessible.

✅ Takeaway for E-Commerce Founders

In e-commerce, especially in saturated industries like beauty and skincare, your mission is your edge. Corbin didn’t wait for a perfect formula or a massive budget. He started with a personal pain point and built from there. 

If you’re a founder eyeing growth in clean beauty, know this: a deeply personal “why” isn’t just your origin story; it’s your brand differentiator.

Building a Conscious Brand That Resonates

From the start, Three Warriors positioned itself as more than just another skincare label. It was a conscious brand rooted in ethical business practices, using Tasmanian spring water, Australian native botanicals, and compostable packaging.

But building an ethical e-commerce brand wasn’t easy. 

Certifications took time. Educating customers about organic ingredients and sustainability required thoughtful content. And staying authentic meant saying no to shortcuts, even when it slowed growth.

Yet that honesty paid off. Customers didn’t just buy Three Warriors products, they bought into the brand’s values.

⚡ doola Tip for Do’ers

Define your brand’s values early. Make them visible in everything: from your product descriptions to your Instagram captions. Authenticity builds trust faster than perfection.

Ready to kickstart your e-commerce journey? Book a demo with doola today!

Launching an E-Commerce Business: Lessons From the Trenches

Corbin didn’t wait for perfection. He launched Three Warriors with handmade formulas, a minimalist website, and a whole lot of heart. No investor decks. No flashy ad campaigns. Just a founder with a mission and a product he believed in. 

And guess what? The market responded.

But let’s be clear: real e-commerce success isn’t instant. It’s built through intentional choices and relentless iteration.

From selecting packaging that embodied the brand’s eco-conscious values to crafting a social media voice that spoke directly to conscious consumers, Corbin treated every detail as part of the story. 

He didn’t just sell a product, he shared a purpose.

And he listened. Early feedback became his playbook, and customer testimonials evolved into social proof that supercharged the brand’s credibility.

⚡ doola Tip for Founders

Start scrappy and lean, but start smart. And lead with intention.

The first customers you serve aren’t just buyers, they’re the foundation of your community. Treat them like insiders, and they’ll turn into your most loyal advocates.

And if you’re ready to build, doola makes it easy to focus on your product and brand while we handle everything behind the scenes: LLC formation, compliance, tax filings, bookkeeping, and more. 

So you can launch with clarity, not chaos.

Facing Growth Pains and Scaling Sustainably

As Three Warriors gained traction, so did the growing pains.

Corbin found himself juggling inventory shortages, navigating warehouse shifts, and facing the complex demands of expanding into retail. All while trying to preserve the intimate, mission-driven spirit of the brand.

Every milestone brought mounting pressure: launch new SKUs, enter new markets, onboard bigger retailers. 

But Corbin didn’t buy into the “scale at all costs” mindset. 

Instead, he took a disciplined approach: only introducing new products that met the brand’s clean beauty standards, and partnering with stockists who shared his commitment to integrity and sustainability.

That restraint wasn’t hesitation; it was strategy. And it’s what allowed Three Warriors to grow without losing what made it special.

✅ Lesson for E-commerce Founders

Growth is exciting, but growth without alignment can dilute your brand. Before scaling, ask yourself:

• Does this new product or partnership align with our values?

• Can our operations handle this without sacrificing quality or experience?

• Will this move deepen customer loyalty or just stretch us thin?

Scale with intention, not impulse. In the beauty and skincare space, consistency and trust are everything. Sustainable growth protects both.

Why You Don’t Need to Be “Ready” to Start

If you’ve ever caught yourself saying, “I’ll start when I have more time… more money… more experience,” you’re not alone. Corbin Halliday was there too. For months, he questioned whether anyone would take a clean tanning brand from a small Tasmanian startup seriously.

But here’s what he discovered: readiness is an illusion. There’s no perfect time, perfect version, or perfect formula. What matters isn’t certainty, it’s courage.

If you’re stuck in “not yet” mode, here are three powerful reflections to help shift your mindset and move forward:

1. Ask Your Why: Make It Deeply Personal

What’s the problem you’re solving, and why does it matter to you? The stronger your “why,” the more resilient you’ll be when challenges inevitably show up. 

Whether you’re building a sustainable skincare line or designing inclusive beauty tools, grounding your business in personal meaning turns self-doubt into mission-driven momentum.

📌 Your ‘why’ is what fuels you at 2 a.m. when the website crashes or orders pile up.

2. Start Small: But Start Smart

You don’t need a flashy website, a million followers, or a warehouse to begin. Corbin started with homemade samples and a simple online store. 

The key is to launch with what you have, validate your idea, test your product, and improve as you go.

📌 MVP (minimum viable product) > perfection. Action creates clarity.

3. Share Early: Let Real Feedback Shape Your Growth

The longer you keep your idea to yourself, the longer it stays stuck in your head. Share your product with real people, gather feedback, and use it to refine; not just the product, but the experience. 

Early customer input became the secret weapon that helped Three Warriors evolve from kitchen formulas to cult favorites.

📌 Your first customers aren’t just buyers; they’re co-creators of your brand.

Remember, entrepreneurship doesn’t require perfection. It requires motion. You don’t have to feel ready to begin, you just have to begin.

Want to Start Your Own E-Commerce Journey? Here’s How doola Helps

If Corbin’s story sparked your dream of building a purpose-driven brand, doola is here to help you take that first bold step and every step after.

Here’s how we make starting and scaling your e-commerce business easier, smarter, and fully compliant:

1. Register Your Business Online: From Anywhere in the World

Whether you’re based in New York or New Delhi, doola helps you officially register your US business in just a few clicks. 

No legal maze. No paperwork chaos. We handle all the filing logistics so you can go from idea to incorporation without the overwhelm, no matter where in the world you’re launching from.

2. Form an LLC or C Corp: Tailored to Your Business Goals

Not sure whether an LLC or C Corp is right for you? That’s where we come in. 

Based on your business model, funding plans, and growth vision, doola helps you choose the best structure and sets it up legally, so you’re protected, investor-ready, and set up for long-term success.

3. Get EIN, US Business Bank Account: Even as an International Founder

Launching from overseas? No problem. With doola, you’ll get your Employer Identification Number (EIN), US business bank account, and Registered Agent services set up, without needing a US SSN or mailing address. 

That means you can accept payments, pay vendors, and run your store globally like a pro.

4. Bookkeeping & Compliance: Done-for-You by Tax Experts

You’re building a brand, not a spreadsheet. With doola Bookkeeping, you get real-time tracking, monthly reports, and year-round financial clarity, all without lifting a finger. 

We handle the numbers so you can focus on scaling, storytelling, and selling.

5. Sales Tax & IRS Filings: Managed by Experts Who Get E-Commerce

Navigating US taxes can be tricky, especially with multi-state sales tax and ever-changing IRS requirements. Our team specializes in e-commerce businesses, ensuring your filings are accurate, timely, and audit-ready, so you avoid costly penalties and stay 100% compliant.

Whether you’re mixing formulas in your kitchen or mapping out your Shopify store, doola gives you the tools, confidence, and support to launch the right way, without the stress.

Ready to build your e-commerce success story? Book a demo to get started with doola.

Final Thoughts: Let Passion Lead, Let doola Support

Corbin Halliday’s Three Warriors story isn’t just an e-commerce success story. It’s proof that mission-driven brands can change industries.

You don’t need to have it all figured out. You just need to start.

Let your passion lead the way, and let services like doola give you the structure to scale. Because behind every thriving brand is a founder who dared to begin and a support system that made the journey sustainable.

Your dream deserves action. Start your e-commerce business today with doola by your side.